Yesterday we officially released the results from our first Gen Y research study in partnership with Pace University’s Lubin School of Business’ Interactive and Direct marketing (IDM) Lab. The study conducted among 220 PMN panel members and consumers between the ages of 18-24 explored Generation Y behaviors within social networks. Highlights underscore that fact that brands continue to not only struggle connecting with Generation Y in Social Networks but advertising remains a tough sell in these environments. Specifically:

- 62 percent of Gen Y’s have visited a brand or fan page on a social network, but only 48 percent have joined
- 84 percent noticed ads on social networks, 74 percent say they click infrequently/never (36 percent saying they don’t click on ads at all).
- Only 19 percent say they find ads on social networks relevant.
- 51 percent say they’d prefer a separate social network to manage their brand interactions.

While the research doesn’t suggest social networks are a lost cause, it does indicate marketers and brands need to work harder to understand what drives participation and engagement within social networks. When asked about their reasons for joining a brand or fan group on a social network, the top 5 reasons included: to “get news or product updates” (67 percent), “view promotions” (64 percent), “view or download music or videos”(41 percent), “submit opinions” (36 percent), and “connect with other customers” (33 percent). Social media is about making connections and igniting participation and our findings validate the incredible role social networks can play in that process. Let's hope that facebook's forthcoming changes to fan pages (which will be announced today) and marketer's increased attention to building programs that encourage participation grow these numbers.

The study, including additional results will be released and available to members only over the next several weeks. To download your copy, visit the members section of the PMN. If you are not a member yet and would like to join, click here.